“Beauty wise, I go to Target, and they literally have everything,” Williams explained. "Anything that says ‘curls,’ ‘manage your curls,’ ‘proud of your curls,’ I’m drawn to it. I feel like there’s so much out there for natural hair and curly hair and black hair, which I love. I’ve literally tried everything — from Miss Jessie’s to Curls. I have a whole cabinet full of products. I think every black girl does for hair."

It’s a good time for the GOAT to throw her weight behind the company. In the past few months, Target has made an effort to stock black-owned beauty brands and bring brands with expansive, inclusive shade ranges to its shelves. It’s a move that Williams has noticed: “If the ads use black women or women like me, then I think, ‘OK, I’m going to try this product. But if they have ads with anyone who doesn’t look like me, I usually don’t try it,” she said.

And despite her success, Williams often makes it clear just how money conscious she is. When she launched her own eponymous fashion line, she made sure to keep prices between $35 and $250. “[My customer] a practical woman; they don’t want to spend $3,000 on something, that just doesn’t make sense,” she told WWD at the time. “Our prices are practical, our fabrics are practical, but [the customer] is also a smart woman, they’re a smart girl. These are high-end quality fabrics and high-end quality feels, and you don’t have to pay over price for it.”

That philosophy clearly extends to her own beauty routine, and we and our bank accounts are 100-percent here for it.